Purpose – The paper aims to examine the role of social networks of children on the diffusion of an innovation. Design/methodology/approach – The impact of social networks on the adoptive behavior of children is measured in the study and then compared to more traditional marketing strategies....

Purpose – The goal of this research is to fill the gap in lead users' research under children. An effort is made to analyze the characteristics of lead users in social networks of children. Furthermore, their role in the adoption and diffusion of innovations is examined....

Purpose – This paper seeks to understand the significance and role that music plays in adolescent socialization with a view to developing better segmentation and targeting of this fickle and demanding group of consumers. Design/methodology/approach – The study adopts a qualitative approach...

Purpose – The aim of this paper is to better understand the world of blogs and youngsters by describing and trying to understand the young blogger. It is a first step towards questioning not only the importance of blogs for youngsters, but also the fact that blogs might constitute a virtual...

Abstract – The purpose of this paper is to analyse how young people as consumers are using one particular social networking site (Bebo), and how these young consumers are engaging with discourses which position them variously as vulnerable to online risk and as members of the knowledgeable...

Purpose – The purpose of this paper is to identify lead users within social networks of young adults between 14 and 17 years of age. Design/methodology/approach – A questionnaire and the SAGS‐method were used to collect data within seven high schools in the north of The Netherlands. These...

Purpose – The purpose of this paper is to examine how contests can be used to generate interest in a particular brand. Design/methodology/approach – The paper studies the psyche of young consumers and examines the role of social networks and how young consumers rely on this media for new and...

Purpose – This paper aims to examine motivations for young consumers' internet use, how these motivations relate to children's privacy concerns and, subsequently, children's willingness to disclose personally identifiable information. Design/methodology/approach – The strengths of three...

Purpose – The purpose of this paper is to explore what motivates college students to use LinkedIn and what inhibits them from fully adopting it. Design/methodology/approach – A qualitative approach applying a “uses and gratifications” framework was used to identify the motives of and...